Professional Services Monitor: Today

Yesterday, Grant Thornton announced and unveiled its rebranding effort.

Grant Thornton LLP, the U.S. member firm of Grant Thornton International Ltd (Grant Thornton International), unveils its new brand identity today, February 19, 2008. Grant Thornton International member firms around the world will also use the new global brand identity and logo.

As the largest Grant Thornton International member firm, Grant Thornton LLP plans to roll out the new brand in two phases. Phase 1, which concludes with the international rollout today — Feb. 19 — includes the relaunch of the firm’s new Web site, re-branded and re-designed, and a new advertising program for print, radio and television. Phase 2, which will continue from Feb. 19 throughout the rest of 2008, includes the rebranding of the firm’s: thought leadership pieces and new marketing collateral, as they are released; event materials and signage; and existing marketing and other communications.

After a 15-minute tour through Phase One, the new GrantThornton.com, I am impressed with their redesign. Visually, it looks modern and hip, but quite professional, a Web 2.0 motif adapted for serious business. The design is reminiscent of the “-r” sites, such as Flickr.com or Twitter.com, or Facebook.com. Navigation is intuitive and the site makes good use of an adaptive three-column layout. Top level links are consistently displayed across the top, sublinks on the left, content in the middle, and highlights and other extras down the right side. The style serves the substance of the site well, bringing some simplicity to the presentation of the voluminous articles, bulletins, and service descriptions that must fill a major firm’s website.

Moreover, I am impresses with the Grant Thornton’s comprehensive investment in its brand presentation. This is a big effort and requires commitment from firm leadership over the long-term.

The SEC has announced that it will conduct a cost-benefit analysis of the small-issuer 404 attestation requirement. The study will collect data from companies already subject to the attest part of SOX 404, including those just now becoming compliant.

At the same time, the SEC is proposing another one-year extension for this same group of companies.

In connection with the study, the four-member Commission unanimously proposed on Jan. 31, 2008, the one-year extension of the Section 404(b) auditor attestation requirement for smaller companies that SEC Chairman Christopher Cox had previously announced in testimony before the House Small Business Committee in December 2007. The postponement would allow time for completion of the study. Under the proposed extension, the Section 404(b) requirements would apply to smaller public companies beginning with fiscal years ending on or after Dec. 15, 2009.

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